Discovery en Español and ALMA Advertising launch EMPRENDEDORES

March 13, 2018

Discovery en Español follows six Hispanic family-owned businesses as they discover how to take their dreams to the next level…or lose it all, with the debut of EMPRENDEDORES. The original six-part series concept was created in collaboration with ALMA Advertising and explores family, heritage, hard work, and heartbreak as these Los Angeles business owners fight against the odds to achieve success in one of most competitive cities in the world. EMPRENDEDORES premieres exclusively on Discovery en Español Sunday March 25 at 7pm ET/8pm PT.

“EMPRENDEDORES tells real-life stories behind the remarkable growth in Latino-owned businesses which have remained double or triple the national average for the past fifteen years,” said David Tardio, Vice President of Ad Sales, Discovery U.S. Hispanic. “With each relatable and emotional story, we uncover the human drama, courage and ultimately, stories of triumph as these families build their businesses. It is this authenticity that our audiences love and with which our advertisers want to align their brands to connect with millions of viewers.”

Shot on location in Los Angeles, the inaugural season of EMPRENDEDORES will follow six diverse and dynamic businesses as they confront issues ranging from business planning and marketing to staffing and employee relations. Businesses profiled include a family-owned boxing gym, a coffee shop and a scooter sales business. Host, entrepreneur, former news anchor and published author Angelica Atondo works with each of the business owners and their families to assess their unique situation. The hopeful entrepreneurs are then mentored by brothers Sean and Kenny Salas, two successful Hispanic businessmen and consultants, who delve into the family dynamics, their business operations, and provide much needed guidance to help put them on the path to profitability.

EMPRENDEDORES sponsor State Farm will help independent business owners achieve success with its SMART TIPS featuring techniques, ideas and motivations via on-air segments and social media. Whether it is just an idea or an early stage business, State Farm provides tools and resources dedicated to launching and running a small business. In addition, series host Atondo will present a Facebook Live event with a successful Hispanic small business owner in Miami that is getting help from a State Farm agent. “At State Farm, we are committed to supporting the entrepreneurs and aspiring small business owners who contribute so much to the American economy and to the fabric of communities across the country,” said Ed Gold, State Farm Media Director.
The Ram Truck brand is also a sponsor.

Discovery en Español developed EMPRENDEDORES through an alliance with ALMA Advertising. The series is the first project in an ongoing content development collaboration between the two organizations. “The team is extremely excited to partner with Discovery en Español on this amazing project as we share passion for culturally driven storytelling to U.S. Hispanic audiences”, said Isaac Mizrahi Co President and Chief Operating Officer, ALMA.